From Social Objectives to Business Objectives
This session will cover the ever changing media landscape and the incredible power of the Facebook News Feed and how it can help automobile dealers’ business. It also highlights the evolution of the Facebook value proposition and showcases Facebook’s ability to move beyond likes, comments and shares and into a world of measurable business results for the automobile dealer.
During this keynote address, the following area will be discussed:
• The new media landscape: Mobile and the power of the Facebook News Feed
• Dealer needs: Best practices, creative solutions
• Results and success stories: Case studies and examples
• Driving social objectives (likes, shares and engagement)
• Driving business objectives (efficient leads, conversions, qualified actions, etc.) – across all tiers of the business
• Managing your presence
Trace Przybylowicz is a former car guy who came to Facebook in 2009 from Saatchi & Saatchi, where he worked on the Sales Event and Retail business for Toyota Motor Sales. Prior to Saatchi, he worked at Campbell-Ewald, where he helped manage the West Coast Chevrolet retail business. As a regional Lead on Autos for Facebook, he works closely with marketers and agencies to develop cross platform solutions that drive brand awareness, consideration and sales impact.
Winning the Digital Moments that Matter: Leverage Digital to Retain and Recapture Service Customers
Service accounts for over 50% of a dealership’s profit (source: NADA Industry Analysis Division, NADA 20 Group), yet most dealers are not effectively marketing their services to online shoppers. As a result, dealers are failing to attract parts and service business, allowing third-party service centers to enter the consideration set and win customers. The first part of this session will focus on how technology is changing consumer behavior and what this means for our service lanes. We will then turn our attention to tactical digital solutions dealers can implement to recapture customers and drive more repair orders (ROs) for the dealership.
Peter Leto is an automotive industry strategist on the Google Automotive Jumpstart Team and is responsible for providing automotive partners with scalable business solutions to further develop their regional and local advertising strategies. Growing up in the Motor City, Leto started his career in TV ad sales with Turner Broadcasting assisting the Detroit Three with national advertising programs. In 2008, he joined Google as an account manager in the Chicago B2B vertical, working with Fortune 500 companies primarily across the manufacturing and energy sectors. After three years he returned to Detroit in his current role in automotive. Leto graduated from the University of Michigan with a degree in political science and communications.
Danny Benites is the general manager at Greg Lair Buick GMC. Benites has also become a ‘go-to’ guy in the industry through his blogs and contributions to major automotive publications. He has nearly tripled retail sales and doubled the fixed operations during his tenure at Greg Lair while actually decreasing his total advertising budget. He has transformed three franchise dealerships with his unconventional ideas and fearless management style.